Become a Category Leader

Computers used to fall into a single category, but now there are
computers, mainframes, mini-computers, fault-tolerant computers,
supercomputers, workstations and PCs. If in your business you
can't develop an entirely new category for what you want to
offer, try to create a category within an existing category. That
way, you'll be seen as a leader.

One entrepreneur in particular saw this as an opportunity to set
herself apart from her competition. She ran a dog-grooming service
and was literally getting clipped by the other businesses, which
could handle more and larger animals than she could. So instead of
bowing out, she became the czar of care for small, exotic dog
breeds. She developed a category within a category and trained her
staff to see themselves as grooming specialists, too.